Value fashion retailer QS has unveiled a refreshed image for the second generation of its fashion-forward chain Store Twenty One.

The new look for the chain – the first evolution of which is known as Store 21 – will be unveiled this week at three stores, including a refitted shop at Pitsea in Essex, a new 4,000 sq ft store in Great Yarmouth and a converted QS-branded store at Solihull, near Birmingham.

Design consultancy Dalziel + Pow was recruited to create a refreshed tone of voice for the chain. The design will showcase an interior with a range of ceiling features to vary the feel in different parts of the store and a pastel colour palette for spring/summer, which will change in autumn. The stores will also carry photography that aims to convey humour and glamour.

A Dalziel + Pow spokesman said the store design is a trial, but that there is an intention to take the blueprint across the chain if it is successful.

QS – which was acquired by Indian textiles manufacturer Alok Group in January 2007 – is also expected to roll out the new branding to 20 concessions set to open in grocers Co-op and Somerfield.

The retailer is poised to commence overseas expansion, beginning with five as yet undisclosed sites in Eastern Europe and is working with Alok to roll out a chain in India.

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